The present invention provides methods of transforming pineapple cells and plants with carotenoid biosynthetic polypeptide expression regulators that control the accumulation of carotenoids in the transformed cells, and in certain embodiments, the coloration of those cells. The invention also provides for the regeneration of pineapple plants from the transformed cells. In addition, the invention provides pineapple cells and plants that include introduced carotenoid biosynthetic polypeptide expression regulators.